Data Visualization for SEO
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Patrick Stox is a product advisor, technical SEO expert, and conference speaker. He shares various types of data visualizations that are useful for SEO, including line charts to show trends over time, bar charts for comparisons, bubble charts and scatter plots to show relationships between variables, and network graphs to depict site structures. Different visualization options allow users to communicate messages effectively and make informed decisions based on patterns in their data.
Data Visualization for SEO
- 2. @patrickstox • Product Advisor, Technical SEO, & Brand Ambassador at Ahrefs • I write for Ahrefs blog but have written for many industry publications in the past • I speak at some conferences like SMX, Pubcon, UnGagged, TechSEO Boost • Organizer for the Raleigh SEO Meetup (most successful in US) and the Beer & SEO Meetup • We also run a conference, the Raleigh SEO Conference • Founder Technical SEO Slack Group (message me for an invite) • Moderator /r/TechSEO on Reddit Who is Patrick Stox?
- 3. @patrickstox 30 Minutes of Line Charts, Bar Charts, and Pie Charts
- 4. @patrickstox I’m Kidding But they’re really useful!
- 5. @patrickstox The Purpose of Visualizing Data Is to communicate information quickly and easily
- 9. @patrickstox Think About: • What's your message • Who is the audience • How to present it • Tell your story
- 10. @patrickstox Visualization Goals 1. Answer questions 2. Make decisions 3. Find patterns 4. Tell a story 5. Give context to data 6. Inspire
- 11. @patrickstox
- 12. @patrickstox Line / Area Chart – Comparison - Data Over Time
- 13. @patrickstox Multiple Line Chart – Comparisons / Categories Over Time Free competitor forecasting scripts: https://ahrefs.com/blog/seo-forecasting/
- 15. @patrickstox Spark Lines – Comparison - Trends Easy to add to spreadsheets By Alexander Blagochevsky, RU
- 16. @patrickstox Venn Diagram - Comparison Keyword Gap User:Verycurve / CC BY-SA
- 17. @patrickstox Venn Diagram 4+ - Comparison Venn's_four_ellipse_construction.svg: RupertMillard derivative work: RupertMillard / CC BY-SA
- 18. @patrickstox Scatter Plot – Relationship / Distribution (2)
- 19. @patrickstox Scatter Plot + Trend – Relationship / Distribution (2)
- 20. @patrickstox Bubble Chart – Relationship (3) Competitive Positioning Albin Olsson / CC BY
- 21. @patrickstox Box Plot - Distribution
- 24. @patrickstox Heatmap - Distribution Website clicks, scroll depth Hotjar screenshot
- 25. @patrickstox Maps - Distribution Link building Data source: Google Trends (https://www.google.com/trends).
- 26. @patrickstox Stacked Bar - Composition
- 27. @patrickstox Pie / Donut - Composition
- 28. @patrickstox Waterfall - Composition Website load Source webpagetest.org
- 29. @patrickstox Bubble Chart - Composition Keyword opportunities Deniskk25 / CC BY-SA
- 30. @patrickstox Tree Map - Composition Keyword opportunities R Haussman, Cesar Hidalgo, et. al. Creative Commons Attribution-Share alike 3.0 Unported license. See permission to share at: http://atlas.media.mit.edu/about/permissions/ / CC BY-SA
- 31. @patrickstox Tree Map - Composition For duplicate content clusters
- 32. @patrickstox Word Cloud - Composition Dave Braunschweig / CC BY-SA
- 33. @patrickstox Sankey Diagram - Composition Metrics Site issues Budgets SevenandForty / CC BY-SA
- 34. @patrickstox Impact Effort Matrix - Process Prioritization of tasks Source: me
- 36. @patrickstox Gantt Charts – Process - Timelines Dbsheajr at the English language Wikipedia / CC BY-SA
- 37. @patrickstox Swimlane Diagram – Process – Responsibilities & Outcomes Nkouroun / CC BY-SA
- 38. @patrickstox Chord - Relationships Nettrom / CC BY-SA
- 41. @patrickstox Force Directed Diagram – Website Crawl
- 42. @patrickstox Force Directed Diagram – Request Map
- 43. @patrickstox Tree Graph - Structure The original uploader was Aris00 at English Wikipedia. / CC BY-SA
- 44. @patrickstox Network Graph - Structure Source: me
- 45. @patrickstox I’ve Gone Through Types Of Graphs, But Each Type Also Has Options
- 46. @patrickstox Network Graph – Structure – Data OptionsNode Size - usually represented by some kind of importance •Internal PageRank (most linked pages internally) •CheiRank (based on links out, so shows pages that don't link out as much) •UR (accounts for external and internal links, most comprehensive strength metric) •Traffic (for graphs where you want to show importance of pages) •Traffic Value (for graphs where you want to show importance of pages) Node Color •Issues (can be used to show things like http vs https, 404 pages, noindexed pages, non-canonical pages, etc and helps to show scope of various issues) •Depth (clicks from root. While I don't personally find this important some SEOs do) •Groups (based on website structure such as folders, based on modularity which looks at link neighborhoods, or sometimes topical groups which requires labeling) Line Thickness - some kind of weight importance from linking page •Internal PageRank (most linked pages internally) •CheiRank (based on links out, so shows pages that don't link out as much) •UR (accounts for external and internal links, most comprehensive strength metric) •Traffic (for graphs where you want to show importance of pages) •Traffic Value (for graphs where you want to show importance of pages) Line Color •Link type (follow/nofollow, Redirect) •Location of link (header, footer, content) •Groups (based on website structure such as folders, based on modularity which looks at link neighborhoods, or sometimes topical groups which requires labeling) Distance - usually represents how well linked something is. Further from center = less links to the page.
- 47. @patrickstox Some Tools To Help Create Visualizations • Excel • Tableau • Canva • Python or R • Power BI • D3.js
- 48. @patrickstox I Hope You Saw Something New Here
- 49. @patrickstox
Editor's Notes
- #6: WordPress was easy and plugins added functionality, it’s kind of the same thing but better